Efficient content marketing: inspire with content recycling

Stefano Viani


26 Jul 2018 Digital Marketing Content marketing

Meanwhile, content marketing has become an important part of the digital strategy for many companies. Because in contrast to classic advertising, high-quality content such as blogposts, how-to videos and whitepapers do not interfere, but convince potential customers with helpful information.

Small and medium-sized companies in particular are thus able to generate paying customers from the intended target group with the help of industry-specific topics. However, the countless platforms, personalized feeds and the generally shortened attention span demand a mass of content that is almost impossible to produce.

Effizientes Content-Marketing Wie Sie mit Content-Recycling Ihre Kunden begeistern

Content marketing is king: building trust and customer loyalty with good content.

Content marketing (as part of inbound marketing) uses suitable content to convince the desired target group about companies in general and products, services or brands in particular. They are more likely to buy a product or use a service from the person who was best able to help them find their individual solution.

Content recycling: creating and utilizing existing content efficiently

Effizientes Content-Marketing Wie Sie mit Content-Recycling Ihre Kunden begeistern 2

But how can companies continuously produce new content without spending hours, laboriously creating texts, videos & co. The secret of successful content kings: The content often already exists within the company - in the form of blogposts, case studies, white papers, manuals, flyers, newsletters, webinars or presentations. This content only needs to be analyzed and processed further.

With these four steps, companies save time by cleverly reusing content and adapting it for different platforms:

  1. Analyze content: Identify the content that resonates particularly well with your clientele.
  2. Define target audience: What challenges are your customers dealing with? What needs do you need to address? Record the preferences of your target clientele as a guide to how best to address them.
  3. Choose channels: Determine which platforms your content will be distributed on to effectively reach the desired audience.
  4. Prepare content: Use existing content and adapt it according to context, platform, timeliness, target audience and need.
Our conclusion: Instead of completely rewriting content, it is usually advisable to adapt existing content. Find out how you can implement this for your company and which tricks & tips can help in our free factsheet on content recycling.

About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency in the offices in Göttingen, Hamburg, Berlin and Kiev. His passion is the development of marketing strategies and their implementation in concrete measures.

In his free time, Stefano is passionate about riding his motorbike or working out in the gym.